Cleaner operations in hotels: Recommendation for post-pandemic green recovery

Abstract

Although the extant studies had examined the impact of green marketing, limited research has focused on green marketing as an attempt of cleaner production. This paper contributes to green marketing and cleaner production literature by introducing “clean service marketing” through adaptation of cleaner production onto the expanded green service marketing mix (people, physical evidence and process). The study further contributes to the literature by investigating the possible influence of clean service marketing in providing health value, enhancing social-quality performance and good differentiation advantage. The authors adopted a mixed-method study by systematic review and survey questionnaire to collect data. A systematic review was conducted to address the research question “Do firms’ green approaches provide health value to its stakeholder? While 101 sets of questionnaire were distributed to the managers of the selected three-to-five stars hotel and resort in Malaysia to confirm the proposed hypotheses. Partial Least Square-Structural Equation Modeling was employed for quantitative data analysis, and SmartPLS 3.2.8 software was performed to analyze the data obtained. The results of the synthesis analysis addressed the research question that firms or any practitioners by going green could either improved human’s health or perceived health. The result of the quantitative analysis revealed that only the green process is positively related to social-quality performance. In contrast, green people, green physical evidence and green process were found all positively related to differentiation advantage. With regards, the authors strongly recommend hotel and resort firms taking green as a “clean” approach for hotels’ post-pandemic recovery.

Proactive Environmental Strategies and Their Impact on Hotel Competitiveness During Crisis: The Case of the Czech Hotel Industry

“…The main goal of this research is to determine whether the implementation of PES has an impact on hotel competitiveness during the crisis. The objective was to provide evidence for hotel managers on the importance of PES implementation and possible mitigation against the current crisis in the hotel industry, as stated by Tiong et al (2021).…”

“…Due to the COVID-19 pandemic, people have become more aware that human health and nature's health are closely linked and that they are more aware of the importance of nature and the ecosystem (Zhou & Lu, 2020). Tiong et al (2021) recommended environmental strategies as a way for hotels to recover from the COVID-19 pandemic.…”

Adoption of innovative strategies to mitigate supply chain disruption: COVID-19 pandemic

“…During the COVID-19 outbreak period, cleanliness implores the adoption of green practices and should be considered seriously to reduce the chances of transmission of viruses during supplying goods (Tiong et al 2021 ). Tirkolaee et al ( 2021 ) explored and validated the different green solutions for disposal of medical waste through mathematical models to effectively control spread of COVID-19 virus.…”

“…However, this epidemic's international cost might depend on the spread of COVID-19 in the world and on the required duration of quarantine and lockdown policies. At present, the COVID-19 pandemic is identified as a significant driver of adoption of green practices (Tiong et al 2021 ), redesigning and re-imaging of SC (Sharma et al 2020a ), adoption of new technology (Shin and Kang 2020 ), international cost (Sharma et al 2020b ) and implementation of lockdown SOPs (Russell et al 2021 ). The pandemic has affected countries' economies and societies and postures a significant challenge to every industry's sustainable supply chains across the world (Golan et al 2020 ).…”

Green recovery strategies for the mining industry of India: lessons learned from the COVID-19 pandemic

“…The year 2020 witnessed a steady decline in greenhouse gas emissions and lower harmful impacts on the environment. Still, those improvements do not mean that the world is moving toward an environment-friendly ecosystem because of COVID-19 (Tiong et al , 2021). COVID-19 should not be merely viewed as public health emergency; however, it is correspondingly an economic crisis.…”